Search Engine Optimization Components
The most effective search engine optimization considers the entire online strategy as a whole, not just the company website. A solid search engine optimization plan should include five major components; a thorough business analysis, keyword research, logical site architecture and content development, link building, and analysis and reporting.
SEO begins with the critical task of choosing keywords. If you don’t do keyword research, your content will lack focus and search engines won’t know where to position your website in relation to the terms for which your customers are searching. If your website lacks content, you won’t get the critical links that are required to improve your search engine ranking.
If you don’t know which keywords to target, you can also forget about pay per click (PPC) advertising. For example, if a website owner were to run a PPC campaign but didn’t optimize the landing pages, the campaign could quickly turn into a fast way to lose lots of money. Above all, if that website owner doesn’t capture metrics to gauge the success of the website in relation to the PPC campaign, he or she is isn’t learning from what customers are revealing through their actions on the site.
Enhancing your website so that it ranks well in the search engines for targeted key phrases is the essence of search engine optimization. You will achieve high rankings only when all of the SEO components work together seamlessly.